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The Arizona Rattlers are building the team’s Latino outreach efforts around quarterback Nick Davila, one of the few Hispanic players in professional football.

Mike Sunnucks

The Arizona Rattlers are launching advertising and marketing campaigns aimed at attracting more Hispanic fans during a tumultuous time for the Valley’s Latino community.

The Rattlers are in the midst of their first season back since the Arena Football League went on an economy-induced hiatus in 2009.

The team is building its new Latino outreach around quarterback Nick Davila and reaching out to Hispanic fans challenged by tight finances.

Davila, from Southern California, is one of the few Hispanic players in professional football. He wants to build up the Rattlers’ Latino fan base in his first year with the team. He said that likely will include more outreach to schools, kids and community groups.

“I’m all for giving back. I’m game for it,” said Davila.

Unlike Phoenix Suns owner Robert Sarver and guard Steve Nash, who have spoken out publicly against the state’s new illegal immigration law, Davila said he understands the frustrations on both sides. Some undocumented immigrants are hard-working people who come to the U.S. for jobs and a better life, while others exploit the border for criminal activities, he said.

“It’s a tough situation,” he said.

Team spokesman Scott Harkey said the Rattlers are talking to Spanish-language newspaper La Voz and a grocery chain about new marketing partnerships focused on the Hispanic community. The team also partners with KPHE-TV Channel 44, the Spanish-language station that broadcasts Rattlers games. The team already partners with the Phoenix New Times.

The Rattlers will host Latino Culture Night at its June 19 home game at US Airways Center in Phoenix. The team will offer 5,000 game tickets at $5 for adults plus one free ticket for any child accompanied by a paying adult. This allows a family of four to attend a game for $10 — the usual price of the cheapest single-game ticket.

Harkey said the team also plans on giving away tickets to more fans.

“We really want to give back to the Hispanic community,” he said.

The Arizona Hispanic Chamber of Commerce’s Datos 2010 study found that Latinos make up 16 percent of all purchases in Arizona, and their total buying power in the state is $31 billion. The report said the community’s buying power could grow to $48 billion by 2013.

Hispanics make up 30 percent of the Valley’s population and 42 percent in the city of Phoenix, according to the U.S. Census Bureau.

Troy Corder, a principal with Phoenix-based Critical Public Relations, likes the idea of using Davila to reach out to Hispanic families and youth.

“In these tough times, professional sports teams need to reconnect with their communities through youth programs,” he said. “If kids identify with a professional team, their parents will follow. You need to feel a connection with your local teams.”

The Rattlers are averaging 11,760 fans per game over their three home games so far this season. US Airways Center seats 16,200 for arena football. Hispanics make up between 25 percent and 30 percent of the team’s fan base, Harkey estimated.

The Arizona Diamondbacks claim a similar percentage, with Hispanics comprising 24 percent of their fan base.

The D-backs, Phoenix Suns and Arizona Cardinals all have been reaching out to Hispanic fans in recent seasons. The Suns wore their Spanish-language “Los Suns” jerseys earlier this season in support of the community before they used them in protest of the state’s new illegal immigration measure. The D-backs also have worn “Los D-backs” jerseys on some occasions.

The Cardinals have radio broadcasts in Spanish and have sought to build their fan base in Mexico. The NFL team has not commented on the illegal immigration law. Cards spokesman Mark Dalton also declined to comment for this story.

AFL players make as little as $400 to $1,000 per game. That pales in comparison to other pro sports leagues. Cardinals wide receiver Larry Fitzgerald makes $10 million a year. Nash makes $11 million annually with the Suns.

Corder said the fact that Rattlers players make so much less than big sports stars may appeal to economy-conscious fans.

“In tough economic times, fans have a hard time identifying with an athlete that is making 10 times their annual salary. Community relations should be a critical component of a team’s marketing strategies,” said Corder, whose firm does communications and PR consulting.

Arizona Rattlers

WHAT: Latino NightWhen: June 19Where: US Airways CenterTickets: $10 for a family of four (5,000 seats at that price)Web: www.azrattlers.com

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